Report: U.S. Consumers to Conduct 46% of Holiday Shopping Online

Oct. 22, 2015

E-commerce retailers in the U.S. are gearing up for a busy holiday season, according to a new report. Not only will overall spending increase slightly this year compared to last year, but consumers figure to increase the percentage of online shopping they do through both traditional e-commerce and m-commerce, the National Retail Federation found in its annual Holiday Consumer Spending Survey. Average spending by U.S. consumers will rise this holiday season from $802 per person to nearly $806. And, shoppers expect to conduct 46.1 percent of their holiday shopping online, the survey found, up from 44.4 percent in 2014.

Nearly 53 percent of U.S. consumers will shop online this year and, of those, almost half (46.5 percent) said they will look for in-store pick up options. And, Millennials are driving the increased availability of innovative fulfillment options. Nearly 17 percent of 18- to 24-year-olds and 15.9 percent of 25- to 34-year-olds will use a same-day delivery option when buying gifts, décor and other holiday items, compared to just 7.8 percent of the rest of the population.

“The surprise factor isn’t the numbers surrounding Millennials and their planned use of retailers’ innovative digital offerings, it’s the power that this cohort of adults has when it comes to influencing retailers to speak their language,” said Pam Goodfellow, principal analyst for Prosper Insights and Analytics, the company that performed the survey and analyzed the data. “Young adults and Millennials are incredibly savvy when it comes to finding the right gift at the right price at the right place.”

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